Transport for London (TfL) - CRM

Mind the gap. Big red buses. The Thames.

In addition to being an essential, service for more than eight million Londoners, TfL is an iconic brand known around the world for their straight-talking, no nonsense approach to public transport.

Our brief was to translate this character into the digital experience of their customers, and position TfL as an authority on all things coming and going in London.

Cutting down to build up

Due to the volume of copy they had to pack into each communication, their emails were historically bulky and longer than best practice would typically call for.

We made it our goal to cut down, break up and reorganize the large volume of information, fares, and offers—to give audiences more of the content they wanted and needed.

With a lot of stakeholder alignment, testing, and research, we managed to implement new copy restrictions and style guides, greatly increasing both open and click-through rates across the board.